The Point

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Which Comes First: Lead Nurturing or Inside Sales?

The Point

It’s when a prospect first expresses interest that nurturing can help highlight hot leads, filter out the junk, and increase the rate at leads engage with sales. For a long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want. The theory was: leads come in, the sales team gets the hot ones, and the rest go to lead nurturing. Do you agree?”.

5 Ways to Expand Lead Nurturing Beyond the Inbox

The Point

However, a more balanced, integrated nurture program – one that incorporates other communication channels – can help accelerate the lead lifecycle and improve demand generation ROI by maximizing the chances that your nurture message reaches its intended recipient. That’s not because email is going away any time soon. But direct mail doesn’t have to be a “batch” process.

Origami Logic Scores Gold with “Brand Olympics” Campaign

The Point

The company’s technology helps large brands master their marketing performance by unifying and refining their vast array of marketing data, across every channel and platform, so they can see what’s working and what’s not. Spear’s focus on quality design and user experience helped ensure this effort would drive the type of engagement and results we were looking for.”.

Please Don’t Let Your Sales Reps Nurture Leads

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We talked a few months back and I gave you pricing on our solution and I just wondering if you have any needs currently where we could help?”. Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead. talked to an account executive, got pricing, and told her I’d be in touch. question: at this point, what kind of lead am I? But no. Certainly not me.

B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

Is B2B Lead Generation Really This Difficult?

The Point

Marketing automation has helped increase lead generation effectiveness by leaps and bounds, but campaign reporting is still a weak link. Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. Why is that? Here are my theories: 1. But therein lies the quandary.

A Follow-Up Strategy for Content Syndication Leads

The Point

Please don’t hesitate to call or email me directly if I can help in any way. It’s important to recognize that content syndication leads are not like most sales leads. When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product.

Video Tech Company Leverages SEM to Drive Enterprise Leads

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JW Player contacted Spear Marketing Group , a leading B2B demand generation agency , for help. Spear’s engagement began with an audit and assessment of the pilot campaign, to gauge what learnings could be gleaned from the experiment, and also to help provide baseline data on which to project Cost Per Click (CPC) and potential ROI. billion unique monthly views. Sewell, Spear President.

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Does Creative Still Matter in B2B Marketing?

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At our agency , we help clients clean up marketing data, develop segmentation strategies, and build compelling content because we know those are the minimum requirements every client needs to be effective. You see similar sentiments echoed throughout the marketing press. Marketers are no longer the “arts and crafts” people, we’re told. Sure, data rules the roost. List. 2. Offer. 3. Creative.

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

5 Key Tips for Driving Attendance at Field Events

The Point

Not everything has to fit on an email – a more detailed agenda or speaker info is great landing page fodder and could help you close the deal. Don’t look now, but field events – seminars, roadshows, executive breakfasts – are making something of a comeback in B2B circles. Call it Webinar overload, or perhaps the surge of interest in more personalized, high-touch, account-based marketing.

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Steal This Technique for Your Next Sales Email

The Point

is more effective than: “Call me to discuss how we can help.”. One of the basic rules of good, direct marketing copywriting is that a call to action should always be specific. In other words, it’s always better to present the reader with a very precise, preferably tangible reason to respond. So, for example: “Click to download our free white paper”. Hey Dan, I know you’re busy. Thanks!

Are Agencies the Future of Marketing Automation?

The Point

In addition to supporting the resale and “renting” of their software via agencies, marketing automation vendors would do well to also support – in every sense – a healthy ecosystem of professional service partners: agencies, consultants, and similar firms, who may not aspire to selling more software, but can, in the end, help make marketing automation clients more successful.

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How to Measure Email Success in 2015: A Call to ROI

The Point

Improving email campaign measurement won’t generate more leads or better leads, in and of itself, but it will help accomplish both those goals by providing the data necessary to identify what’s truly working. No matter what your marketing resolutions this year – more content, better creative, etc. – no improvement matters if you can’t measure it. Nothing else really matters. Opens/Open Rate.

Is Marketing Automation Right for Every Company?

The Point

Some of those factors (as I discuss in the interview) include: • Lead Volume – the more sales leads your company generates, the greater chance that marketing automation can have a significant impact to your bottom line by helping convert more of those leads into opportunities and deals. Industry data tells us something different. That interview is now available as a free podcast.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

29 Tips to Improve B2B Email Campaign Performance

The Point

Sell the value of the offer by highlighting a relevant statistic or quote that can help tease the content and show value or added credibility. Email results not what they should be? Try these techniques to improve the performance of your next campaign: 1. Include a text link at the top of the email to give the recipient the option to view the email in their browser. Not sure what to test?

Is Technology Making Marketing Agencies Obsolete?

The Point

Here’s where I think today’s B2B marketing agency can best compete: • Helping clients get the most out of marketing technology. Helping clients achieve closed-loop demand generation. Over at the IDC Technology Marketing Blog , analyst Sam Melnick posted an article recently with the intriguing title: “Are Ad Agencies Keeping Pace with the Marketing’s (sic) Massive Digital Uptake?

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Email Critique: Oracle/Eloqua Webcast Invite Needs Help

The Point

The impact that Oracle’s acquisition of Eloqua will have on that company’s ability to compete effectively in the marketing automation space is fodder for debate. What is more clear, based on the Webcast invitation I received this week (below), is that it hasn’t done much for Eloqua’s own email marketing. Let me count the ways: 1. What does “Dominate Your Communications” mean? Who’s speaking?

Why is Inside Sales So Scared of Lead Nurturing?

The Point

The client had only one BDR (Business Development Representative) but was generating a reasonable volume of leads with our help, so the decision was made to automate lead nurturing as a way of ensuring that every lead was responded to effectively and consistently, regardless of the BDR’s bandwidth on a given day. Once initiated, the steps are as follows: 1. Wait 2 weeks. 4. Wait 8 weeks. 7.

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

What’s the Big Deal About Predictive Analytics? A Conversation with Brian Kardon

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What makes Lattice different? (BK) Simply put, Lattice helps companies grow with data-driven marketing and sales applications that make complex data science easy to use. Brian Kardon is a respected marketing thought leader, a “Top 10 Global CMO,” and a seasoned executive with a 20-year track record of success. Even Salesforce announced their own Analytics cloud. We see it all around us.

Why This Holiday Email Campaign Misses the Mark

The Point

Sure, they can be forgiven the holiday theme (gift boxes, fir trees, snowflakes and all) – their solution does ostensibly help online merchants increase sales during this busiest time of the year. It’s that time of year again, and B2B marketers everywhere are dusting off the usual holiday clichés in an attempt to weave good cheer into their demand generation campaigns.

Case Study: How One Tech Company Used Humor to Launch a New Brand

The Point

Sungard AS asked its demand generation agency, Spear Marketing Group , to help introduce business prospects within the company’s marketing database to the new brand. We also believed that deprecatory humor would help inspire a connection between the company and its prospects.”. This presented a challenge. Sungard AS was simply announcing a brand. The results were startling.

Top 10 Demand Generation Resolutions for 2014

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Segmenting your campaign into different target groups doesn’t have to mean entirely new creative; even a sentence or two can help an email be more relevant to an individual recipient. 8. It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Improve campaign measurement. Test more. How else do you know what worked and what didn’t?

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

5 Reasons to Gate Lead Nurturing Content

The Point

Progressive profiling is an ideal method for capturing both additional demographic data (company size, industry) to drive campaign segmentation, and behavioral data that can help identify hot leads. 4. Landing pages help drive further engagement. A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign.

Checklist: 5 Ways to Minimize Webinar No-Shows

The Point

Social links are typically thought of as a way to extend the reach of your campaign, but in the context of Webinars, they can also serve a helpful reminder to the person who registers and also shares his/her plans to attend. First, a question. From a marketing perspective, does it matter if prospects actually attend Webinars once they register? First, let’s talk about “optimal” attendance.

Content Selling: How Sales Can Better Leverage Marketing Content

The Point

KnowledgeTree answers that challenge by helping sales teams discover the right marketing content at the right time. In your view, does that flood of new content help or hinder the average salesperson? (DC) Content Marketing is a major weapon for marketers, but it hasn’t always translated into value in the selling process. Or, they’ll waste time looking for content.

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5 Common Content Syndication Mistakes

The Point

Though it predates what we think of today as “content marketing,” content syndication is still a cornerstone of many B2B companies’ demand generation strategies. And yet content syndication is no slam dunk. Here are 5 common mistakes that cause content syndication programs to underperform: 1. Excessive Use of Filters. Publishers and ad networks vary to the extent they allow you to filter leads.

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Accelerating the Pace of Inbound Leads: An Interview with Paul Albright of Captora

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The key is to do this in a new way – don’t just tell marketing where they’re falling short via diagnostic tools; instead, help marketing fix the problem. Paul Albright boasts a 30-year track record of success in Silicon Valley, including executive roles at companies such as Marketo, SuccessFactors, NetApp, and Informatica. How does your content compare to your competition?

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5 Tips for Successful Survey Campaigns

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Presenting a cohesive, professional design helps (a tip: use of generic, non-branded online forms devalues both your survey and the prospect’s time). I’ve been working in B2B marketing long enough to remember when Webinars first burst onto the scene as a lead generation device. At first, the concept of “online seminars” was so novel that the topic of the event barely mattered. And so on.

Research Report: Lead Gen Not as Easy as Marketers Think

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Highlighted by the launch of Salesforce’s own analytics cloud , the current trend in marketing technology is clearly focused on helping marketers make smart decisions and build smarter campaigns. Predictive analytics and similar advancements will help close the gap. Just when did demand generation get this complicated? In reality, however, things aren’t quite so convoluted.

Salesforce “State of Marketing” Report: Better Happy Than Good

The Point

related statistic that helps explain the massive jump in social marketing – Salesforce says that 80 percent of high-performing marketers plan to increase spending on social advertising, making it the third largest area reported for increased investment. You can download a copy of the report here (registration required.).

Sirius Decisions Thinks Websites Will Generate 71% of All B2B Sales Leads by 2015. I Disagree.

The Point

By way of context, I happen to work for a B2B marketing agency that helps clients generate, nurture, and convert sales leads. The point being made by the article’s author, Jill Stanek, was that Marketo’s acquisition enables that company to extend dynamic, personalized marketing conversations from their current domain (email campaigns) all the way to the Website. Fair enough. doubt it.

How the Answer to One Question Can Tell You How to Market Your Technology

The Point

Social media can play a key role in that it helps spread the word about a particular solution or problem. One of the first questions I ask any prospective technology client is the following: “Imagine your product on a spectrum. Which end of the spectrum are you closer to?”. How a company answers this question tells me a great deal about two things: 1.

New Marketing Automation Buyer’s Guide Offers Valuable Advice

The Point

TrustRadius , an online community designed to help business software users make better product selection, implementation, and usage decisions, just released their first-ever “ Buyer’s Guide to Marketing Automation Software.”. You can access the guide from the TrustRadius site here.). But don’t think the guide obsolete just yet. Most systems are very quick to deploy and easy to use.

How to Write a Better Content Syndication Abstract

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However, a well-written abstract can make an enormous difference in helping your content asset stand out from the crowd and, ultimately, driving both increased lead volume and improved lead quality. When planning a content syndication campaign, most B2B marketers tend to focus their energy primarily on 1) selecting the right media partner(s) and 2) selecting the right content to promote.

10 Commandments of Email Copywriting

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Write in 2nd person whenever possible – it helps connect you and your brand to the reader. Thou shalt not direct people to “Learn More.” ” “Learn more” is the worst possible call to action. It means absolutely nothing. Be specific, be tangible. What is it that you’re offering exactly? 2. Thou shalt tell people What, Why, and How. Thou shalt not require scrolling.

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How Good Content can Help Improve Database Health

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According to business information provider ZoomInfo (see graphic below, further data here ), more than 70 percent of business cards have one or more changes during a 12-month period. The most common changes (in order): job function, phone number, and mailing address. And whereas these services have value, no one provider has 100% coverage (meaning some contact data will go stale, regardless).